New Zealand-made Aptamil is the new Chinese darling of milk powder after reaching the top five most traded products on China's biggest shopping day, e-commerce behemoth Alibaba Singles Day on Saturday.

The annual shopping bonanza, China's version of Black Friday, broke its own sales record by snaring $US25.3 billion, 39 per cent higher than last year.

Australia's vitamin brand Bio Island also joined Aptamil in the top five most purchased products by Chinese buyers.

The others were Swisse vitamins and Japanese nappy brands Kao Merries and Moony.

"The cart is empty because you have everything": Singles Day
V.Photos

In the first hour, more than 60 brands generated more than $US15 million in sales including Apple, Estee Lauder, Gap, L'Oreal, Nike, Samsung, Uniqlo and Zara.

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Australia also rose up the ranks as the third-biggest selling country, although final sales value has not been released. It was in fourth place last year.

The biggest selling country was Japan followed by the US, whereas South Korea and Germany ranked just below Australia.

Up to 325,000 orders were processed online in the first hour of trade, which kicked off at midnight Saturday in China, with 90 per cent of transactions occurring through Alibaba's payment portal, Alipay.

Often used as the barometer of China's e-commerce sector, Singles Day or 11/11, which resembles "bare branches", is a counter-cultural antidote to the sentimentality of Valentine's Day.

Alibaba's Singles Day countdown hall in China.
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Chemist Warehouse

Australian pharmacy Chemist Warehouse was once again one of the most-loved Australian retailers, breaking its own record last year of $17 million seven hours after trading started, chief executive Damien Gance said. Final numbers have not been released.

"We are happy with our Singles Day results. We exceeded last year, and enjoyed solid growth. Singles Day and China online retail remains a logistical challenge but one we are learning to manage," he said.

Popular brands that sold on Chemist Warehouse's Tmall platform on Alibaba include Swisse, Bio Island, Cenovis, Ostelin, Goat and Lifespace, Mr Gance said.

Interestingly, local Chinese-backed businesses, particularly residential developers, have also jumped on the bandwagon to flog off new off-the-plan apartments. New apartment sales have slowed locally on the back of slowing investor buying, forcing developers to apply occasional discounts.

A wooden floor with your milk powder?

Aoyuan offered a 5 per cent deposit special on Chinese social media WeChat as well as a free "wooden floor" upgrade for its Burwood, Gordon and Turramurra projects in Sydney.

Yarra Valley's Rochford Winery represented Oceania during Singles Day celebrations in China. Since adopting Alipay as a payment processor, 12 per cent of the winery's sales have been processed on Alipay.

Despite the large numbers, there have been concerns about how Alibaba reports its Singles Day numbers with articles about fake sales and phoney discounts.

JD Finance, the lending arm of Alibaba rival JD.com, offered shoppers the opportunity to enter into a draw with 1111 chances to win prizes ranging from "red packets" of cash to having their shopping bills paid by the firm.